It’s no secret that celebrity-backed marijuana brands – such as actor Seth Rogen’s Houseplant or rapper Wiz Khalifa’s Khalifa Kush – can leverage legions of fans and social media followers to attract consumer attention and buzz.
An MJBizDaily comparative analysis of recent retail sales data suggests these inherent characteristics and others, such as promotional events and partnerships, also help drive consumer purchases.
Celebrity brands in the California market – including Cann, Houseplant and Mirayo by Santana – outsold traditional marijuana brands by a healthy margin in the first quarter, according to data compiled by Seattle-based cannabis analytics provider Headset.
And in terms of price point, celebrity brands actually tend to charge less than the $23.14 per item that traditional cannabis brands do, according to Headset data.
The snapshot of the first three months of 2023 compared 20-plus celebrity brands against a representative sample that included more than 1,300 traditional marijuana brands.
Traditional brands in the first quarter averaged $26,591 in monthly sales, according to Headset.
At least nine celebrity brands exceeded that figure, with five generating monthly revenue well above the $100,000 mark.
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